244. The Language of Intention

The Language in Between Part Two:
The Language of Intention

A continuation of lecture workshop given at English Language Teachers' Association of India ELO@I Jaipur, Rajasthan Septemeber 2010   C/O Dr  Ellpee Mahawar Master Trainer for

Project High-TEC Teaching English Communicatively

The term, “The Language in Between” as mentioned in Part One is used to describe a literal translation of the native language when learning English so as to understand the mechanism of how the English language functions.

But the term can also be referred to, as most often is, to the “hidden” language which is used with images, or in the case where words are employed, they are used so as to qualify the image in some way. 

Usually images are used to create some kind of sensation or arousal of emotions in the spectator. These emotions range from disgust to desire, but the spectrum is wide and those who wish to elicit some response from the spectator do so through an intricate and studied means of manipulation of images as qualified by words.

When an image is chosen to be displayed it is done to evoke some internal reaction from the spectator.  For example, the picture of a tiny kitten can evoke a sense of helplessness in general which may not necessary be limited to sympathy for the animal world only.  However if we want to evoke a specific sensation in a person, an imagine alone is too risky, it cannot guarantee that such a person will dwell on something beyond a kitten, let alone on the aspect we specifically have designated him/her to dwell upon- to do this we need the power of words.

For example, if we wish a person be made to feel a sense of helplessness for a given cause, yes, we can show them the kitten: but if we want that person to feel the helplessness, not for kittens but for a specific cause, for example, deprived children, we need to evoke that feeling through the direction of words i.e.  “Your three pounds a month will feed a baby back to life!”  Or in the case of homelessness we can say: "Do not abandon people, help us give them a home."

And that basically is how advertising works: first a need (the arousal or emotion)  is created in the spectator, an image is presented that will encapsulate that need, enforced by words that give a solution, in other words, a way to fulfil that need.  But of course there are many subtle ways the use of image as a language in between can be used to target the advertiser’s aim.

You may discover these subtle uses yourself by analyzing any given advert.  Unfortunately this I cannot do for you here since adverts are copyrighted.  However, here is one small exercise you can do to become just that little bit more proficient in recognizing how the use of the language in between has been put in effect all around us.

The picture of a flower by itself conjures pleasant thoughts... in other words it fills the need for a sense of pleasantness.  The choice of the flower further qualifies the emotion.  A rose evokes a different sensation to a sunflower.  Now for the final part of the exercise: by placing the appropriate linguistic communication, direct that message to serve the purposes listed below.  Before you start, note you are limited to choose only one picture of the two images provided to illustrate all of the below functions.  Consider carefully your choice and set down notes that justify your selection.  That way you will begin to think the way a “promoter” would think and consequently avoid falling into the trap of being mesmerized by the advert.  In other words you will understand why you feel the attraction towards a particular product without evaluating if it is what you are really in need of or not.

a. A Valentine’s Day card  

b. A thank you card 

c. A birthday card

d. A get-well card

e. A card of condolences

f.  A congratulations card… you choose the event

g. An invitation card to...  you choose the event.

Was your choice of the flower adequate to fulfil all the above functions?  Would you have chosen a different flower for any one of those functions? If so you automatically know why even if you do not express that reason into words.

Why most would probably have found frustrating about this exercise is that one had an inward desire to choose the white "neutral" Lily of the Valley for the  reflective purposes of the cards and the "vivacious" pinks and reds for the sociable occasions... which obviously would have been the more natural choice.  So now do precisely that.  This will bring an awareness of how objects are used as the unspoken language in between.

This exercise is so as to become aware that words, wherever they are, wherever we see them, are there to direct our thoughts to the fulfilment of a specific need.  So, if it’s done all around us, why not practise at doing it ourselves too and direct other people’s thoughts to where you would like them to go.  In doing so you recognize not only the power of words, but if associated to an image,  and since it is rare an image is forgotten, consequently neither are the words, thus the two becoming one idea transforms itself into an unforgettable brand.  And that is why advertising, whether we like it or not is here to stay because at its very best, it is a subtle, intricate, art based on psychology which has the power to evoke our emotions and direct them towards a specific aim.

Context or background is also important and can be used in itself alone to transmit a message. Take these objects: what have diamonds on the floor, a pair of stiletto heels, epoch furniture, a pearl necklace, a bottle of French vintage champagne, a picture of Marilyn Monroe by Andrew Warhol, skyscrapers and a woman (up to the torso) languishing on floor have in common?  They are all images used in various adverts to promote a product.  Unless of course you see the context in which these images are used one cannot possibly imagine what the product in question can possibly be.  Have a guess and make a list just to see how near or far you were from such object.

As I have worked on the language aspect with this firm for many years, they have kindly given me permission to use their adverts for use with this article.  The following are illustrations to brochures containing the different kinds, quality and version of the product.  Where the image is not qualified by words it is because it is a reinforcement to be found in the internal part of the brochure, consequently the article has already been linguistically defined by the cover.


Discuss among yourselves how you would interpret the language of intention as illustrated by the images, what "unspoken" message can be detected.

A reminder of the functionality of this
 wooden floor since a few decades ago
it was not possible to walk on wooden
floors with stiletto heels

 A wooden floor in a bedroom

Appealing to the sensuality of

a wooden floor- the keys words:

"per sempre..." "for always..."

Appealing to the modernity as well
with a reflection on exports to
USA

Champagne... France

Disclosure of Material Connection: I have not received any compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”